Stanford's Web Credibility Study
http://www.webpagecontent.com/arc_archive/170/5/

McAlpine, Rachel
Quality Web Content
2005

Abstract:

In this study, 2,684 people evaluated the credibility of two live web sites randomly assigned from one of 10 content categories. A total of 100 sites were assessed. The Stanford credibility team analysed the comments to discover how consumers evaluated credibility online.